Another Star

What Another Star does

Another Star is a Netherlands-based private hotel operating company that runs the global citizenM portfolio of 37 lifestyle hotels and 8,688 rooms across 19 cities in the US and Europe. The company was founded in 2007 by Rattan Chadha and built the citizenM concept, design language, and operating system from inception; in July 2025, it sold the citizenM brand and intellectual property to Marriott International for approximately $355 million (plus up to $110 million in earn-outs), retaining ownership of the underlying hotel real estate and continuing to operate the hotels under long-term Marriott franchise agreements. The firm employs 1,300+ people across functions including operations, revenue, technology, procurement, property management, and capital markets.

Another Star's offering is structured around three integrated service modules: Hotel Management Services (centralized portfolio guidance and consistent standards), Operations Services (retail-inspired on-property routines with lean teams), and Asset Stewardship (majority-owner diligence over owned real estate). The underlying technology is a bespoke property management and operations platform designed for the centralized model, providing real-time visibility into performance across the portfolio and enabling new hotels to integrate quickly. Guest rooms feature iPad-based controls for climate, lighting, and blinds, reinforcing the standardized design and tech-enabled experience.

The business model combines real estate ownership with hotel management. Another Star earns revenue through hotel operations on owned assets (room revenue, F&B via canteenM, meetings via societyM) and asset appreciation, while paying Marriott franchise fees and benefiting from Marriott Bonvoy distribution to 260M+ members. Go-to-market is dual-track: B2C guest acquisition flows through Marriott's global booking and loyalty infrastructure, while institutional property co-investment is offered to owners alongside Another Star's operating stake. Sustainability is integral to the operating model, with all 37 hotels on 100% green electricity, BREEAM and LEED certifications, less than 5% waste-to-landfill, and a net-zero-by-2040 target.

Name

Another Star

Legal name

Another Star

Website

https://anotherstar.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Another Star is a Netherlands-based private hotel operator that runs 37 citizenM lifestyle hotels (8,688 rooms) across 19 cities in the US and Europe as a Marriott franchisee, retaining ownership of the underlying real estate and operating via a centralized, retail-inspired platform.

Ownership category

akta.pro rank

Product category

Hotel Management Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Nonresidential Property Managers (531312), Real Estate Property Managers (53131)

SIC

Hotels & Motels (7011), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

akta.pro secondary industry

Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)

Keywords

• Hotel management services
• Lifestyle hotel operations
• Hospitality franchise operations
• Asset stewardship
• Centralized hotel platform

Headquarters

HQ city

Voorschoten

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Hotel Management Fees: Another Star earns management fees as the operator of 37 citizenM hotels across America and Europe. The company operates under long-term franchise agreements with Marriott International, with Another Star retaining ownership of the real estate.
2. Asset Ownership and Stewardship: As majority owner of citizenM hotels, Another Star generates returns through asset appreciation, hotel profitability, and long-term real estate value creation. The company takes an owner's diligence approach grounded in disciplined cost management and ROI focus.
3. Franchise Royalty Revenue: Following the sale of the citizenM brand to Marriott for $355 million (plus up to $110 million earn-out), Another Star continues operating the hotels as a Marriott franchisee, paying franchise fees while benefiting from Marriott Bonvoy's 260+ million member loyalty program driving occupancy.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Another Star operates and centrally manages the 37-property citizenM lifestyle hotel portfolio across America and Europe under long-term franchise agreements with Marriott International. The company delivers three integrated service modules — Hotel Management (centralized governance across the portfolio), Operations (retail-inspired, streamlined on-property execution), and Asset Stewardship (majority-owner diligence over the underlying real estate). Another Star retains ownership of the hotel real estate while operating as Marriott's largest global franchisee.

Product overview

Another Star operates as a centralized hotel management company running the citizenM hotel portfolio across two continents. The company offers a unified operating model built for speed, clarity, and calm operations. Its core product is the citizenM hotel brand, which it operates through three integrated service modules: Hotel Management Services (centralized structure guiding the portfolio with consistent standards), Operations Services (retail-style approach with streamlined on-site teams and strong routines), and Asset Stewardship (owner's diligence and long-term asset value focus). With eighteen years of citizenM experience, Another Star combines ownership experience, design intelligence, and a centralized operating platform that has scaled to 37 hotels in under 20 years.

Differentiator

Problem solved

Functional benefit

Products and services

• citizenM Hotels Portfolio of 37 'affordable luxury' lifestyle hotels (8,688 rooms) across 19 cities in America and Europe, including locations in New York, Boston, Chicago, Miami, Los Angeles, Seattle, San Francisco, Washington DC, Austin, Amsterdam, Paris, London, Copenhagen, Rome, Zurich, Geneva, Glasgow, Rotterdam, and Dublin. Integrated into the Marriott Bonvoy loyalty platform serving 260+ million members.
• Hotel Management Services Centralized governance structure guiding the citizenM portfolio across America and Europe with clear direction, consistent standards, and a model shaped to keep each hotel operating with focus and stability. Provided to property owners and the Marriott franchise system.
• Operations Services Streamlined, retail-style operational approach with fewer full-time roles on site, strong routines, and systems built to keep hotel floors running smoothly. Includes 24/7 canteenM food and beverage, societyM meeting rooms, and smart-room iPad controls for guests.
• Asset Stewardship Majority-owner diligence applied to each citizenM hotel, with a precise view of how the buildings work and a grounded, disciplined approach thinking long-term about each property's value.

Quantifiable outcome

• 37 hotels with 8,688 rooms opened in under 20 years across 19 cities on 2 continents
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Marriott InternationalflagshipChannel Partner/ Reseller/ Distributor · 1 July 2025Marriott International acquired the citizenM brand for $355 million (plus up to $110M earn-out) in July 2025. Another Star retains ownership of the real estate and operates the hotels under long-term franchise agreements. citizenM joined the Marriott Bonvoy loyalty program, giving 260+ million members access to the brand. Another Star now operates as a Marriott franchisee.
• World Bicycle ReliefcoreStrategic or Co-development Partner · 1 January 2018Long-term charitable partnership with World Bicycle Relief. Since 2018, Another Star (then as part of citizenM) has donated more than €6.6 million, funding over 22,931 bicycles that have positively impacted more than 100,000 lives across Malawi and Uganda. €1.8 million was donated in 2025 alone, funding 5,882 Buffalo Bicycles. Following the 2025 brand sale, the charitable foundation was rebranded as Another Star Charity.
• GRESBminorOthersAnother Star participates annually in the GRESB Real Estate Assessment, aligning its ESG and sustainability reporting with global real estate sustainability standards.
• BREEAM / LEED Certification BodiescoreOthersAll citizenM hotels hold green building certifications. European hotels are certified under BREEAM (new construction and In-Use), while US hotels carry LEED certifications. The company maintains BREEAM In Use certification across all operating properties, with ratings ranging from Pass to Outstanding.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Yotel: Tech-forward compact lifestyle hotel brand operating in major cities globally with iPad-controlled smart rooms. Closest concept peer to citizenM's affordable-luxury, tech-enabled, compact-room model.
• Aimbridge Hospitality: Largest third-party hotel management company in North America, operating and franchising a broad portfolio of branded hotels for institutional owners. Directly comparable to Another Star as a large-scale, asset-light hotel operator/franchisee serving multiple brands.
• HEI Hotels & Resorts: Private owner-operator of upper-upscale and lifestyle hotels across the US, owning and managing real estate while operating under major franchise brands. Closely mirrors Another Star's co-ownership + franchise operator model.
• Highgate Hotels: Private hotel operator, investor, and developer with a portfolio spanning luxury, lifestyle, and select-service brands across the US. Comparable for its owner-operator model and centralization of operations across multiple franchised brands.
• Sage Hospitality Group: Private hotel management, development, and investment firm operating lifestyle and upscale properties. Comparable for combining real estate ownership with franchise hotel operations across multiple markets.
• Concord Hospitality Enterprises: Private hotel operator and developer managing franchised upscale and lifestyle properties in the US. Comparable as an owner-operator franchisee with standardized operating systems.
• Pyramid Hotel Group: Private third-party hotel management company operating branded full-service, select-service, and lifestyle hotels. Directly comparable as a third-party operator managing franchised properties for institutional owners.
• Moxy Hotels: Marriott's lifestyle/affordable-luxury select-service brand targeting design-conscious younger travelers with smaller rooms and tech-forward amenities. Direct concept competitor to citizenM within Marriott's portfolio, and a fellow Marriott franchisee comparable to Another Star.

Broad incumbents

• Pebblebrook Hotel Trust: Publicly traded hotel REIT owning urban and resort properties across the US. Comparable for the urban-hotel real estate ownership angle of Another Star's portfolio, though Pebblebrook is purely an owner, not an operator.
• Park Hotels & Resorts: Publicly traded lodging REIT focused on premium-branded urban hotels. Comparable for the real estate ownership and franchise-aligned hotel model, though operates at much larger scale and is owner-only.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/citizenM
• Facebookfacebook.com/citizenMhotels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Another Star